Today (August 31st), according to WWD, French eco-luxury beauty brand La Bouche Rouge has entered bankruptcy proceedings.
It is reported that La Bouche Rouge filed for bankruptcy protection on July 25th. But based on the application documents, the company’s operations will not be affected as it seeks to repay its debts through the sale of assets and activities or payments.
La Bouche Rouge was founded in 2017 by Nicolas Gerlier, a former employee of L’Oréal. He aimed to create the world’s first cosmetics brand that prohibits the use of microplastics and plastics in every stage, from product formulation to manufacturing and sales.
In 2020, La Bouche Rouge secured financing of 2.5 million euros from the French Public Investment Bank (BPI) and angel investors. Last year, the company received an additional 10 million euros in funding from investors Mirabaud Lifestyle Impact & Innovation, Chalhoub Group, and BPI to advance its next steps, including strengthening marketing efforts and expanding into new markets like China and the Middle East.
As CHAILEEDO understands, the brand has counters in Beijing, Shanghai, Chengdu, and Xi’an, as well as a flagship store on Tmall. The price for a single lipstick refill is 350 yuan, and the lipstick case is priced at 620 yuan. La Bouche Rouge even made an appearance on Li Jiaqi’s livestream in 2021. Despite the high prices, the brand has been well-received by consumers. Currently, several lipstick refills and cases are out of stock in the flagship store.
